Turns out, its not about selling any more. It’s about buying. This book is going to be a seminal work in the evolution of commercial success in the early part of the 21st century.

SCOTT C. LEWISCEO Roundtable

This meticulously researched and well written book is refreshing and insightful. Simply put, if you want to be more successful in building your business, read this book!

TIM HOERR, CEO & MANAGING PARTNERSerra Ventures

Market-Partners work in the healthcare industry has highlighted the growing importance of understanding the Value Analysis Committee (VAC) and the role it plays in the Customer Buying Journey. In many cases, although physicians and hospitals may develop a strong interest in a particular product or therapy, the path from interest to usage and adoption is not always an easy one. This recently published paper explores the history and current trends behind the VAC and offers the effective Do’s and Don’ts when faced with having to sell to, through or past the VAC.